Girlhood is big business. The ones who are best at it literally treat it as an occupation, modeling or taking suitably candid-looking pictures of themselves, recommending clothes and jewelry and books, going viral on TikTok. They’re performing a way of being that looks joyful, effortless, and adorable. It’s a performance that by definition has a... See more

Toy sales are bouncing back globally, fuelled by adult buyers, AKA "kidults". In the UK, sales jumped 8% in early 2025 after a 4% drop last year. Across five major European markets, adults now make up 18% of sales (£2bn, €2.3bn), up 10% year-on-year. Nostalgic favourites such as Pokémon cards, Lego sets, action figures and collectibles dominate... See more

In the U.S. alone, toy sales driven by adults reached $1.5 billion in Q1 2024 , according to Circana.

During the pandemic, when daycares shut and nannies stayed home, many parents found themselves suddenly alone with their children — all day, every day. So perhaps it should come as no surprise that two winning subscription categories over the past year were toys and — wait for it — wine.

Today, the Play Kits represent around three quarters of Lovevery’s business, which the company says is on a $120 million revenue run rate, based on March figures. The company expects subscription revenue to double this year, after growing annual recurring subscription revenue 5x in 2020.